SELECTED WORKThe work, with the outcomes.
A few engagements that show how I work across DTC, B2B, and a range of budgets. Some client names are kept private, but the results are real and the methods are designed to be repeated and scaled.
Colorado Outdoor Weddings
(DTC, local service)
The situation An outdoor wedding and elopement company running paid media across Meta and Google, plus testing TikTok and Pinterest. The hard part wasn't traffic — it was that a "lead" and a booked wedding are months apart, and the existing reporting couldn't connect ad spend to actual signed contracts. Early on, the program was barely breaking even: paid media was returning roughly 1.3x on spend, which for a high-consideration purchase is a warning sign, not a business.
What I did Built the measurement layer to follow the real funnel — inquiry → discovery call → booking → contract value — instead of stopping at form fills. That meant tracking every inquiry against the call it generated, the booking it became, and the dollars that booking was actually worth, with cancellations netted out. Once the funnel was visible end to end, I could see which channels and landing pages produced inquiries that booked (not just inquiries), and shift budget accordingly.
The result ROAS moved from roughly 1.3x in mid-2025 to a sustained 4.9x–7.3x across the following months as the measurement-led reallocation took hold. Year over year, booked revenue nearly tripled — from about $346K to $982K — and bookings rose from 80 to 215, while the average booking value held steady around $4,500, so the growth came from more of the right inquiries, not discounting. Call-to-booking rate ran above the wedding-industry benchmark of 10–30%.
Client Industry
Outdoor wedding & elopement company · lead-to-booking sales cycle
Media Budget & Services
$150K Ad Spend
Paid Search (Google Ads)
Paid Social (LinkedIn, Meta, Pinterest, TikTok)
CRM-Connected Measurement (GA4 & Honeybook)
Custom Dashboard (Data Studio & Supermetrics)
Heritage lifestyle brand
Decades-old product · younger-audience expansion · Meta & TikTok
The situation A decades-old lifestyle brand needed to hold its loyal base while reaching a younger, style-driven buyer. The paid program had become stale and was fragmented product by product, which limited the algorithm, raised costs, and put the brand's own campaigns in competition with each other. Rising category competition was squeezing performance further.
What I did Consolidated the scattered product campaigns into a few clear categories so the algorithm could push spend toward the best-performing assets instead of splitting it. Moved budget into full-funnel catalog campaigns with dynamic and instant-experience formats, narrowed audiences to engaged shoppers and style/fashion interest, and layered lookalike and retargeting across the funnel. Then I ran a conversion lift study to prove the media was actually causing sales, not just taking credit for them.
The result 3.33x blended ROAS on $1.5M across Meta and TikTok — 32.4K+ purchases and $5M in revenue, with Meta alone up 58% year over year despite a spend decrease. The lift study settled the attribution question: a $140 incremental CPA, 1.20x incremental ROAS, and +$281K in incremental revenue at over 99% statistical confidence. Proof, not last-click credit.
Client Category
DTC & Consumer Lifestyle
Media Budget & Services
$1.5M Ad Spend
Paid Social (Meta & TikTok)
Ecommerce Measurement & Dashboard
The situation A medtech provider with a long, considered sales cycle was being sold "leads" by previous partners — high volume, low quality, no line of sight to revenue. The real question wasn't how many leads, it was how much pipeline.
What I did Re-pointed the entire program at CRM outcomes instead of form fills. Connected media data to HubSpot and Salesforce, optimized toward the leads that actually moved into pipeline, and reported on closed-won revenue against a realistic ~52-day cycle rather than top-of-funnel volume.
The result $120K in spend generated 5,389 leads at a $22.45 CPL — but the number that mattered was $7.07M in pipeline and $1.11M in closed-won revenue. A 688% ROI, optimized to the bottom of the funnel, not the top.
Capital-intensive medtech
(B2B / medtech)
Client Industry
Medical Lasers
Media Budget & Services
$120K Ad Spend
Paid Search (Google Ads)
Paid Social (LinkedIn & Meta)
CRM-Connected Measurement (Hubspot & GA4)
Global enterprise portfolio
(B2B / tech)
The situation Leading paid media for a global portfolio of enterprise accounts across B2B, technology, and healthcare — the kind of multi-market, multi-stakeholder work where measurement standards usually fall apart across teams and regions.
What I did Built and ran the paid media practice from the ground up: hired and led a team of channel specialists, set consistent attribution and measurement standards across the portfolio, and brought rigor to how media tied back to business outcomes at scale.
The result $15–18M in annual media investment managed across the portfolio, with a measurement framework that held up across markets — and a team built to run it.
Client Industry
B2B Tech
Media Budget & Services
$15-18M Ad Spend
Paid Search (Google Ads & Bing)
Paid Social (LinkedIn & Meta)
Programmatic (Display, Native, Video)
CRM-Connected Measurement (Hubspot & GA4)
Custom performance dashboard & Executive-Level Quarterly Reports
“Everyone needs a digital marketing ninja.”
— Dan, CEO of Learn to Scale, CEA Client
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